Does Your Social Media Presence Pass This Essential Test?

Did you know social media has a proven impact on business? That’s right. According to Sprout Social, 78% of buyers are willing to purchase from a company after having a positive experience with them on social media. Plus, 68% of consumers agree that social media allows them to interact with brands. 

Clearly, social media can be a powerful tool to attract and retain new business. So, you should be asking yourself, “What makes a positive, interactive social media experience?” 

That’s a great question. Within the ever-expanding world of social media, I specialize in LinkedIn. I don’t proclaim to be an expert on every social platform your business might consider; however, many of the same principles I teach for LinkedIn hold up on other platforms as well. One example is what I’m calling the 2H Test. Is your content helpful and human? 

A helpful social media presence looks like:

• More than a list of accomplishments. 

While social media can be a great place to announce business developments or personal achievements, your content should skew more toward your audience than yourself. Consider, “What do my followers want or need to know about me, my company, or my industry?”

• Actionable tips related to your expertise. 

Lean on your skills and experience to teach your audience something valuable. Creating helpful content can be as simple as drawing snippets from the conversations you’re already having with clients or customers on a daily basis.

A human social media presence looks like: 

• More than corporate stats and talking points. 

While corporate content has its place, your audience will relate to a person more than a company. Don’t be afraid to include appropriate personal content that gives people a sense of who you are beyond your job title. 

• Regular engagement with followers. 

Think of your social media as a conversation, rather than a monologue. If someone comments or reacts to what you’ve posted, don’t leave them hanging. Respond, just as you would in real life. 

The 2H test is a simple barometer to understand how your social media presence is succeeding, and where it needs to change. How does your social media presence stack up? If you have room for improvement, these do’s and don’ts will get you pointed in the right direction. 

Do: 

• Showcase who you are beyond the office. Team bonding events, conferences, and even vacations help to depict you as a whole person. 
• Complete your LinkedIn profile. Even if they don’t seem directly related to your job title, sections that showcase your volunteer efforts or the causes you support provide great opportunities for people to relate to you. 
• Engage with your audience. There’s a reason it’s called “social” media. To create and build strong connections online, you have to participate in the conversation. 
• Embrace behind-the-scenes content. When the opportunity presents itself, don’t be afraid to draw back the curtain on your processes or routine in the name of helping others or humanizing yourself to your audience. 
• Learn what performs well on each platform. For example, text-based posts often perform better on LinkedIn than those with photos. Passing the 2H test doesn’t necessarily mean copying and pasting the same content to every social channel. 

Don’t: 

• Cross the line with content that is too personal. Yes, be human, but keep it professional. If you wouldn’t want a client to see it, then don’t post it on a platform that represents your business or brand. 
• Post and ghost. Your efforts on social media won’t get you very far if you take a hands-off approach. Part of being helpful and human is being responsive, so don’t log off without answering your DMs, responding to comments, and engaging with your followers’ content. 
• Neglect the value of a specialist. Depending on your budget and company size, it might be worth hiring a consultant or full-time person to focus on your social media plan and develop a solid strategy. (I’d love to help you with LinkedIn specifically.) 
• Play it too safe. While reposting graphics from your company page can be a great way to spread important news, it’s not likely to move the hearts of your audience. Mine your own experiences to create authentic, actionable content. 
• Stay in the wings. Fear can keep us from joining in on social media, but being an observer won’t get you very far. If you want to build connections that have the power to affect your business, you can’t neglect content. 

At the end of the day, social media should be another tool in your toolbelt to resonate with prospective customers and deepen existing business relationships. Instead of viewing it as a burden, see it as a powerful way to create connection. As the research shows, your buyers are ready to engage with you, so why not lean in and embrace it. 

If you don’t know where to start, I always recommend starting with your LinkedIn profile. Your profile is the foundation of your presence on LinkedIn, so it’s worth your time to make it awesome. I’ve rounded up a whole guide of examples for you, so you can get inspiration from top-notch, LinkedIn Lindsey approved examples. Find them all in The Ultimate LinkedIn Profile Examples Guide.